“a lady whose talent has been affirmed by the upper class society. She has recently lost a secret friend and is eager to be protected by people of any class.” The biggest possibility of this advertisement is that a senior prostitute comes to seek “maintenance”.

movie “if you are the one” let people see the charm of marriage advertising. Putting individuals on the marriage market for public “Hawking” is not so naturally accepted. It took 300 years to come from the three British islands to the country of etiquette in the East.

American pop singer Diana Ross sings in the song, “don’t rush to love, you need to wait”. Love cannot be forced. It is also the ancient wisdom of many civilizations.

the first to break the rules was a man in Britain who didn’t leave his name.

in July 1695, the minutes of revitalizing farmers and businessmen, a London financial weekly, launched a new industry that creates wealth and permanently changes gender relations – Lonely Hearts advertising. Among the advertisements for the sale of Arabian stallions and the recruitment of shoemaker apprentices, a short message reads: “a man, 30, has a rich family and hopes to find a young woman with a family fortune of no less than £ 3000.” Most readers will be surprised by the man’s ambition, because the £ 3000 at that time was about £ 300000 now.

the new book “the beautiful ankle first – the history of marriage advertising” by Francesca Boorman, a British female scholar, traces the history of marriage advertising for more than 300 years from the end of the 17th century to the present. It explains the changes of courtship, love and marriage from one side. From consumerism to the invention of contraception, from the industrial revolution to gay rights, marriage advertisements have witnessed the changes of human society in 300 years.

marriage is the first marriage solicitation notice in the history of property transaction

. Even if someone replies, there is no record. But publisher John Horton sniffed out the business opportunities. A man looking for a wife can eliminate the cumbersome and expensive red tape in the marriage market. Outsiders can also enjoy the happiness of onlookers in the process of onlooking. It flourished with the integration of a large number of immigrants into London and the prosperity of Victorian business and advertising culture in 1690. By 1710, each of the 53 newspapers registered in England had advertised for marriage: most came from men, most in their twenties, and set their financial status when looking for friends.

in 1837, John, 40, who lived in benstol, published a marriage notice with a try attitude. A clear response made his heart beat faster. The woman suggested that they meet under a specific street lamp at night and let him hold a black cane in one hand and gloves in the other. So they met. He was wearing his best double row button dress, and she was wearing a beautiful dress.

at the beginning, the conversation was not smooth, but he was deeply impressed when his blind date revealed that she lived with a court lady.

he asked, “is she your friend?”

“not exactly,” she replied vaguely and then changed the subject.

after six dates, he decided to marry her. At this time, he knew that she was just a servant of the court lady. Of course, he ended his relationship with her immediately. This is the defect of marriage advertisement. The people you meet are divorced from the social background and have no way to know who the blind date is. The most frightening thing is that they may be maids.

the cost of publishing an advertisement is very expensive, up to three shillings, which is the maid’s salary for two weeks. This meant that until the end of the 19th century, most people who advertised were middle-class.

Anthony Giddens, a British sociologist, believes that marriage seeking appeared after self commercialization in the late modern era. The first marriage advertisement said that under the title of “marriage”, a man bargained with a woman about his property. This model has dominated the industry for a hundred years: most marriage advertisements are men in their thirties, happy to meet young ladies and widows, and can’t have less than £ 500 to build a “happy relationship”. The commercialization of




matchmaking is very in line with the marriage market in the 17th century, and marriage is mostly a transaction. Like the words of matchmakers at that time, many marriage advertisements were men looking for young and rich women.

but in the following decades, the quality requirements for husbands and wives have changed. In the second half of the 18th century, while paying attention to money, men also began to pay partial attention to the quality of women’s housekeeping, and the word “considerate” continues to appear in advertisements.

in 1750, a gentleman carefully described his dream lover in an advertisement: beautiful teeth, soft lips and sweet breath. No matter what color your eyes are, they should be bright and beautiful. Her complexion should be healthy. People should be clean and tidy, and their breasts should be full, firm and white. She needs to be considerate and doesn’t need much knowledge, but the conversation should be pleasant. Her speech should be generous and decent, gentle and willing to serve each other.

however, most men who seek marriage do not make too much demands on women’s appearance. An advertisement in 1772 simply mentioned the requirement of “good health”. In contrast, the explicit “beautiful ankles first” is a little immoral.

these days, women’s few advertisements are full of despair. For example, in 1777, a woman’s marriage advertisement said: “young woman, lost her husband”; An advertisement in 1781 was “longing for freedom, longing to escape the control of cruel guardians”; Another marriage advertisement said, “because of the loss of friends and property, I’m on the tipSharp was forced to seek protection in his pain. ”

most of the women seeking marriage call themselves widows. Considering that the man’s life expectancy at that time was only in his forties, it’s no wonder that the advertisement of a widow in her twenties can be called a classic, “very frankly admit that she can’t have happiness without her husband, and she spends her nights in sigh and mourning”.

perhaps considering that it is a buyer’s market, most women’s requirements are not high. But in 1787, a brave man made his request “He can’t drink more than two bottles, one bottle at a time, or more than three times a week. He must be literate, and his speech must be charming. When they are together, he must constantly pay attention to his spouse, not look around and flirt with frivolous girls. He must go to bed before 12 o’clock and get up before 9 o’clock. In short, he must do what he should do Act like. ”

the trap of marriage advertisements

for some time, marriage advertisements began to become a mixture of good and bad people, and many advertisements seemed to entertain readers. The words “rich, plump, free, energetic widow” are clearly looking for physical pleasure. “A rather wealthy gentleman who has long endured incurable pain in his knee, which was kicked by an ostrich in East India.” Such humor is also mixed with it.

of course, some people make no secret of their desire for a special relationship. The following advertisement appeared in 1768 and looks like material for a romantic novel. “She’s got a secret from the social elite, spkds. She’s lost her talent.”

the biggest possibility of this advertisement is that a senior prostitute comes to seek “maintenance”. Is she the same person as the lady mentioned in the advertisement published by “rich gentleman” 11 years later?

“rich gentleman” claimed that they were forced to end their relationship with young women who had been in contact for a long time due to family reasons. He is willing to give her a considerable sum of money and any tasteful gentleman or decent businessman who is willing to lead her into the holy palace of marriage. Advertisements such as




have deepened people’s impression that personal marriage advertisements are conspiracy and trap.

marriage advertisements also make a lot of jokes. In 1825, a group of students of harrow public school published a marriage advertisement in the name of “beautiful and rich” women, and received enthusiastic replies from 50 men. So the students published another advertisement asking the interested man to meet at a derby Lane theater one day, asking the man to stand in the back row and cover his right eye with a monocle.

on the appointed day, 50 men stood there and looked at each other’s monocles, gradually realizing that they had been fooled.

marriage advertisements have deeper conspiracy. In 1828, no fewer than 53 respected women responded to the 24-year-old William cod’s advertisement for marriage. He said he needed a wife to bring him property and family comfort. In fact, this cod is a cruel killer. He just killed his woman. Of course, it was not an accident, but deliberate murder.

but if there is a blue beard in the marriage advertisement, there is a black spider. Belle Ginis, who lived in the United States in the late 19th century, successfully captured her prey. She may have killed her two husbands and all her children and then started advertising for marriage. A large number of men were attracted and fell into the snare of the black spider. She dismembered their bodies and buried them in her yard. It is reported that more than 40 people may be buried in her 42 acre farm in Lana, Indiana.

women’s innovative style

for ladies, advertising and replying to advertising are disgraceful; Until the 1850s, most of the few advertisements published by women also used pseudonyms. At that time, fixed terms had been developed: the use of middlemen (recommended by Sir John Dany of Windsor Castle), as well as fixed terms such as “dignified”, “good housekeeping”, “postage paid (no stamps in response to applications), and most importantly,” letter confidentiality “.

around 1820, Britons suddenly began to pay unprecedented attention to family reputation, which made middle-class women stop publishing marriage advertisements for decades. At the same time, men’s requirements have also changed. With the invention of photography, marriage seekers began to ask for photos. From then on, the idea that common interests, such as music and reading, contribute to a happy marriage began to be reflected in marriage advertisements.

marriage advertisements have become distinctive. It seems that each marriage advertisement is to meet specific needs. In 1863, a marriage advertisement in London claimed that the advertiser hopes to find a woman with only one leg.

from 1870 to 1900, there were marriage seeking editions in 20 weekly and monthly magazines in London, UK. The strong driving force behind this came from middle-class women who realized that they would either marry before the age of 25 or risk not getting married for life. The fear of




is deeply reflected in the following advertisement of the three sisters seeking marriage at the same time: Lillian, Gladys and Rosalie, the daughter of the late official, have a good income, aged 22, 20 and 18, and do not want to live alone for life. As capable as all Irish ladies.

with the outbreak of World War I, a new phenomenon appeared: lonely soldiers’ marriage advertisements, many of which were published in the daily mail. Here is a typical example: a young and lonely officer, serving in Flanders, Belgium, hopes to communicate with a lively and beautiful young woman (aged 18-20).

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